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Studi Kasus Rebranding Kebun Raya dan Kebun Binatang Gembira Loka Menjadi Gembira Loka Zoo

MERJANTI, Hanum Sofia Nur, Widodo Agus Setianto

2014 | Skripsi | Ilmu Komunikasi

ABSTRACT Zoo actually give some benefit for people. It is not only as a conservation institute but also as tools of education and a healthy recreation center for people around. Kebun Raya and Kebun Binatang Gembira Loka has been one of the favourit tourism objects in Yogyakarta. Eventhough, Kebun Raya and Kebun Binatang Gembira Loka image is descending recently, a fact that caused a crisis. In order to save Kebun Raya and Kebun Binatang Gembira Loka existence, the management makes some changes toward. The management, which is also the owner too, is joint business with Buana Alam Tirta Ltd as the third parties. The new partner will take position as the management later. The rebranding Kebun Raya and Kebun Binatang Gembira Loka become Gebira Loka Zoo represent the big change that happens in the management. The effect of the rebranding is not only the rename and the physical performance product but also a well-planned marketing communication which created before. The research is attempted to find out the rebranding strategy of Kebun Raya and Kebun Binatang Gembira Loka become Gembira Loka Zoo by the new management. The research method is doing by Muzellec et all about rebranding process that represent by four main stages, such as the repositioning, renaming, redesigning, and relaunching. The research result indicates that the rebranding caused by the economical and law factor; it is also impact the image and the performance of Kebun Raya and Kebun Binatang Gembira Loka. The rebranding is done to create new image of the zoo. The strategy that applied divides into two aspects; internal and external. The internal aspects are organization structure, employee and product upgrade. Beside, the external aspects are the repositioning and the rename of the brand become Gembira Loka Zoo, which supported by strategy communication. In conclusion, any communication strategy that applied by Gembira Loka Zoo is refers to the positioning that effect to their different public image. Keywords: brand, rebranding, zoo, strategy

Kata Kunci : Pariwisata


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